Brochure Design Printing

A business looking for brochure design printing services to help market a new software package at a national sales convention will have several factors to consider before making a decision. First will be the strength of the design team at the printing company. Second will be the turnaround time and third will be the cost factor. The choice will come down to an online printing service offering very competitive prices and quick turnaround or a local service that has a very talented graphics design team, but higher cost and slower production dates. The company is envisioning a trifold brochure printing design, but may be open to other options.

Brochure design printing has become a true art form, mainly brought on by the demand of the American public to have high quality visuals in all areas of life. The biggest single factor in driving high quality print media may have been the splashy and very glitzy fashion magazines of the eighties and nineties, but sped up quite hastily by the onset of high definition television. Few if any individuals would choose to sit in front of an analog television picture when one seat over is the same picture in high definition. In the same vein, the public has demanded of businesses, by judging all else as inferior, high quality visual ads and marketing schemes. Indeed, any commerce venture that does not accede to this high standard is indeed thought to be shoddy if not untrustworthy commercial venture unworthy of personal business.

So the pressure is on any business, if that business accepts the premise that a multi-pronged marketing plan must include personal printed material, is to produce a medium that can be felt and handled personally by potential clients of the finest quality possible. When looking at any company offering brochure design printing, almost all services offer to produce a single sheet, a twice folded, or even a trifold brochure printing product. And there may be types of folds that the reader may not have heard of, but have probably seen. For example, there is the close sister of the trifold called the Z-fold. Folded in the shape of a Z when left standing partially open on a table, the printing and message is not as easily detected inside and makes it a little more of a curiosity piece that begs to be explored. There is the gatefold which closes both outside edges into the middle of the paper, giving a kind of gate opening effect to the presentation. And finally there is the bifold, which is a standard piece of stock folded in the middle. "Put on the whole armour of God, that ye may be able to stand against the wiles of the devil." (Ephesians 6:11)

Even before considering a brochure design printing layout, the decision will have to be made about how the product will be folded. Every decision regarding the placement of text and graphics will hinge on how the client wants the story to unfold, no pun intended. Describing a process or an actual story in the layout would favor a panel by panel expose, offered by the standard trifold brochure printing design, perhaps in the Z-fold configuration or the standard paradigm. In the case of the computer software company, the brochure was intended to be an unveiling of a brand new product and so the gatefold was approved, which really has the same amount of folds as the trifold brochure but is not placed in the same genre. Upon further investigation, the software company also found out the gatefold is the configuration many high end companies use to unveil very important products, but also because that fold design was proven more likely to be passed along to another individual if the first prospect showed little or no interest. In addition, it was shown that this type of folded brochure would be more likely to be held on to by the reader than other types of folds.

A brochure design printing project such as the one undertaken by the software company faces the same danger as any other advertising plan. If the project isn't done right, it's worse than if the project wasn't done at all. The phrase "It's better than nothing" may apply to Christmas presents and a warm glass of water after an hour workout, but the phrase does not apply to advertising. Any trifold brochure printing project that looks like corners were cut will immediately brand the company or organization sponsoring the brochure project a second tier company or worse. With so much riding on this multi pronged marketing approach to unveil their software, the company chose to allow the pros do all of the design work and write all of the copy for the printed project. In addition, the company chose a heavier, matte stock paper to give the feel of elegance to the unveiling medium.

There is something good about holding a well conceived and high quality printed piece in hand. It speaks of thoroughness and responsibility and a certain well-heeled attitude that invites trust and further investigation. That kind of printed matter makes a person sitting in an airport with nothing to do think, "Hey, where is that brochure I got back at the sales meeting, it looked interesting." That kind of first class medium will make the traveler root through his carry on luggage or briefcase until it's found and a quiet seat is acquired for a through investigation. The brochure may pass through a number of hands before being discarded. That track record may beat a lot of TV ads that invite a trip to the refrigerator instead of staying for the punch line.

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